Today, I want to continue the topic I started earlier related to emotions in sales. As we engage in product lifecycle management, product data management, and an overall product development process, your potential clients are overloaded with the technical aspects, details and logic (both technological and company change management).
Although, we believe that our decisions are purely logical, in fact, many business decisions are heavily impacted by our emotions. Check my article – Harnessing Emotions and How To Ask The Right Questions During PLM Sales. At the end, customers are not buying the best PLM system, but they buy the best story and trust delivered by a sales teams. It is a story about entire lifecycle delivered by your direct sales or a partner. A prospect will ask your questions about document management, supply chain management, process management, PLM software tech and use cases, but the end will make a decision based on the emotional trust to your team and demo you perform.
Emotions as a sales weapon
Emotion plays a powerful role in decision-making. While logic and rationality are essential, it’s often the emotional appeal that seals the deal. When it comes to selling Product Lifecycle Management (PLM) solutions, tapping into emotions can be a game-changer. PLM, with its very complex processes and technicalities, may seem like a tough sell, but by understanding and leveraging emotions, you can make it irresistible to potential clients.
Here is my 6 points script how you can make your prospect enthusiastic about PLM software by asking right questions and navigating the emotional path in sales.
Identify Pain Points:
Emotions are often triggered by pain points. In the case of PLM, businesses may struggle with inefficiencies, missed deadlines, or quality control issues. Identify these pain points and highlight how PLM can alleviate them. For instance, emphasize how PLM streamlines processes, improves collaboration, and ensures product quality, thus reducing stress and frustration among employees.
Appeal to Aspiration:
Emotions like hope, ambition, and aspiration can be powerful motivators. Position PLM as a tool that helps businesses realize their aspirations. Showcase success stories and testimonials from companies that have achieved significant growth and efficiency with PLM. By painting a picture of a brighter future with your solution, you can inspire confidence and excitement in potential clients.
Create Trust and Confidence:
Emotions such as trust and confidence are crucial in any business relationship. It is very important not to engage as a “sales”, but instead to become a “trusted adviser” . Check my article – How to sell PLM to engineers. Use case studies, industry certifications, and client testimonials to build credibility around your PLM solution. Highlight the reliability, security, and scalability of your platform to instill confidence in potential clients. Offer free trials or demos to allow them to experience the benefits firsthand and build trust in your product.
Appeal to the Fear of Missing Out (FOMO):
Fear is a potent emotion that can drive action. Create a sense of urgency by highlighting the consequences of not implementing PLM. Illustrate how competitors are leveraging PLM to gain a competitive edge and how businesses risk falling behind if they don’t embrace this technology. Offer limited-time discounts or bonuses to incentivize immediate action and tap into the fear of missing out.
Connect Emotionally:
People buy from people they like and trust. Establish a personal connection with potential clients by understanding their needs, concerns, and aspirations. Listen actively, empathize with their challenges, and demonstrate how PLM can address their specific pain points. Show genuine enthusiasm and passion for your product, as enthusiasm is contagious and can ignite similar emotions in your audience.
Tell Compelling Stories:
Emotions are often best conveyed through storytelling. Craft compelling narratives that illustrate the transformative power of PLM. Share anecdotes of how businesses overcame obstacles, achieved growth, and realized their dreams with the help of your solution. Use visuals, such as case study videos or infographics, to enhance the emotional impact of your stories and make them more memorable.
What is my conclusion?
PLM is a complex disciplines and engineers are sophisticated decision makers. Also, PLM sales process involves many other stakeholders in a company . The key to make a prospect enthusiasitc about your software is to draw emotionally charged picture. The success is very depends on the emotions of your prospect. By identifying pain points, appealing to aspirations, building trust, leveraging FOMO, connecting emotionally, and telling compelling stories, you can turn PLM a transformational journey for your customer.
Just my thoughts…
Best, Oleg
Disclaimer: I’m co-founder and CEO of OpenBOM developing a digital-thread platform with cloud-native PDM & PLM capabilities to manage product data lifecycle and connect manufacturers, construction companies, and their supply chain networks. My opinion can be unintentionally biased.
